About Automotive Loyalty

Put out good products, and people will come back and buy. . .

By Gary S. Vasilash

J.D. Power has a simple way to calculate customer loyalty to a brand.

Not easy.

But simple.

That is, it gets information from some 16,000 dealers about sales.

Then it creates a subset of those sales: Those that included a customer replacing an existing vehicle with a new one.

Then it creates a subset of that: Those transactions in which the old and new are the same brand.

And so it has released its “J.D. Power 2024 U.S. Automotive Brand Loyalty Study” based on sales between September 2023 through August 2024.

The study includes some things that might be expected and some surprises.

As for the expected: Porsche is the highest-ranked Premium Car and Ford has the high-ranked Truck.

But then things get interesting.

As in the top brand for loyalty in the Premium SUV category: Lexus.

And the Mass Market SUV isn’t something from Ford or GM but Honda.

When it comes to Mass Market Car, the top two are Toyota and Honda.

Of course, when it comes to Mass Market Cars you can’t get one from Ford or GM, as they have abandoned the segment.

Here’s the thing: in the first half of 2024

I suspect that both companies are making some money on those vehicles.

What’s more, as Lexus is a Toyota brand and as Honda is, well, Honda, they are doing well loyalty-wise when it comes to their SUV offerings, too.

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